Beam is big because it is good!, I'm sipping some Beam black label, and enjoyed a couple of Knob Creek's on a recent vacation. White is fine in the price range and is best served with 7up or Coke. Mom taught me to use Beam white in whiskey sours many years ago.

That's one of those, "taste is relative" things... I like JB Black, but some of my friends don't. Haven't tried the white label yet...as someone pointed out earlier, there are good bourbons in the same or lower price range...